Social and Media Networks - UK - May 2017


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Mintel

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The smart phone camera has become the primary way content is shared on social media. Mobile live streaming, Stories-like features and camera effects have become part of the standard repertoire of features of social media networks. Platforms are looking for new ways to differentiate themselves, leading networks away from their social roots towards becoming ‘super-apps’ integrating a wide range of functions.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report
Social networks
Media networks

EXECUTIVE SUMMARY
The market
Standardisation of platforms
From social networks to universal apps
Live streamed video and original video content
Ad blockers and native advertising
Fake news and violent crime shared on social media
Spending on digital advertising grows
Key players
Facebook nears two billion monthly users
YouTube extends live streaming features
Twitter audience grows, but revenues fall
Instagram sees fastest growth among major social networks
Snapchat files IPO, but audience growth slows
The consumer
Major networks maintain audiences in the UK
Figure 1: Social and media networks used, March 2017
Instagram and Snapchat see the most growth
Figure 2: Frequency of social and media network usage, March 2017
Facebook set to capitalise on popularity of image sharing
Figure 3: Types of content shared on social and media networks, March 2017
Social media users warm to live streamed video
Six in 10 social media users share content mostly or only privately
Figure 4: How content is shared on social and media networks, March 2017
Friends and family are where most reposted content comes from…
Figure 5: Sources of content shared on social and media networks other than users' own content, March 2017
…followed by news outlets, celebrities and charities
Native advertising can add value to brand content
Figure 6: Reasons for sharing content on social media, March 2017
Social media users open to interactions with chatbots
Figure 7: Attitudes towards social and media networks, March 2017
What we think

ISSUES AND INSIGHTS
Cameras become the heart of content sharing
The facts
The implications
Live streaming hits the mainstream
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Standardisation of platforms
From social networks to universal apps
Live streamed video and original video content
Ad blockers and native advertising
Fake news and violent crime shared on social media
Spending on digital advertising grows

MARKET DRIVERS
Standardisation of platforms
From social networks to universal apps
Figure 8: Repertoire of types of apps used regularly, July 2016
Live streamed video and original video content
Ad blockers and native advertising
Fake news and violent crime shared on social media
Spending on digital advertising grows
Figure 9: Forecast of digital advertising expenditure in the UK, 2011-21

KEY PLAYERS – WHAT YOU NEED TO KNOW
Facebook nears two billion monthly users
YouTube extends live streaming features
Twitter audience grows, but revenues fall
Instagram sees fastest growth among major social networks
Snapchat files IPO, but audience growth slows

COMPANIES AND PRODUCTS
Facebook Inc.
Background
Users
Figure 10: Facebook global monthly and daily active users, 2010-16
Financials
Figure 11: Key Financial Data for Facebook 2011-16
Recent activity
YouTube
Background
Users and financials
Recent activity
Twitter
Background
Users
Figure 12: Twitter global monthly active users, 2010-16
Financials
Figure 13: Key financial data for Twitter 2012-16
Recent activity
Instagram
Background and users
Recent activity
Snap
Background
Users and financials
Recent activity
Others

THE CONSUMER – WHAT YOU NEED TO KNOW
Major networks maintain audiences in the UK
Instagram and Snapchat see the most growth
Facebook set to capitalise on popularity of image sharing
Social media users warm to live streamed video
Six in 10 social media users share content mostly or only privately
Friends and family are where most reposted content comes from…
…followed by news outlets, celebrities and charities
Native advertising can add value to brand content
Social media users open to interactions with chatbots

SOCIAL AND MEDIA NETWORK USAGE
Major networks maintain audiences in the UK
Instagram and Snapchat see the most growth
Figure 14: Social and media networks used, March 2017
Almost nine in 10 social media users use Facebook
Figure 15: Repertoire of social and media networks used, March 2017
Instagram and YouTube see strong growth in daily use
Figure 16: Frequency of social and media network usage, March 2017

TYPES OF CONTENT SHARED ON SOCIAL AND MEDIA NETWORKS
Facebook set to capitalise on popularity of image sharing
Social media users warm to live streamed video
Figure 17: Types of content shared on social and media networks, March 2017
Figure 18: Type of content shared on social and media networks, by social and media networks used, March 2017

HOW CONTENT IS SHARED ON SOCIAL AND MEDIA NETWORKS
Six in 10 social media users share content mostly or only privately
How much content is shared on ‘dark social’?
Figure 19: How content is shared on social and media networks, March 2017

SOURCES OF CONTENT ON SOCIAL AND MEDIA NETWORKS
Friends and family are where most reposted content comes from…
…followed by news outlets, celebrities and charities
Figure 20: Source of content shared on social media, March 2017
Figure 21: Sources of content shared on social and media network other than users' own content, March 2017
Consumers give brand and venue content low priority
Figure 22: Repertoire of sources of content shared on social and media networks other than the users' own content, March 2017
Twitter users more likely to share content from news outlets and publishers…
...while Snapchat and Instagram users share content from celebrities and internet personalities
Figure 23: Sources of content shared on social media, by social and media networks used, March 2017

REASONS FOR SHARING CONTENT ON SOCIAL MEDIA
Native advertising can add value to brand content
Figure 24: Reasons for sharing content on social media, March 2017
Internet personalities get users sharing content in exchange for rewards
Figure 25: Sharing content to get a reward, by sources of content shared on social media, March 2017

ATTITUDES TOWARDS SOCIAL AND MEDIA NETWORKS
Social media users open to interactions with chatbots
Opportunities to monetise social networks beyond advertising
Figure 26: Attitudes towards social and media networks, March 2017

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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